‘Unique perspectives on South Africa’: imagining South Africa through the Homebru book marketing campaign, 2002–2012.

Publishers’ and booksellers’ marketing campaigns are aimed at ‘target audiences’ – groups of potential book buyers who can be demographically and geographically segmented. This segmentation is not always overt, but in the case of a ‘buy local’ campaign, it becomes so. One example is the ‘Homebru’ pr...

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Bibliographic Details

Published in:	Critical Arts: A South-North Journal of Cultural & Media Studies Vol. 28; no. 5; pp. 809 - 828
Main Author:	le Roux, Elizabeth
Format:	Article
Published:	Taylor & Francis Ltd 2014
Subjects:	Book promotions Publishing Reading Marketing strategy Market segmentation South Africa
Online Access:	View this record in EBSCOhost